Data or it Didn't Happen: Mobile Advertising Essentials
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Transcript of Data or it Didn't Happen: Mobile Advertising Essentials
Data or it didn’t happen:
Mobile App Measurement Essentials
Seattle Interactive Conference 2014 #MakeTools
Jennifer Wong, Director of Marketing, TUNE
Hi
Jennifer WongDirector of Marketing | TUNE @Jenerationy
In the next 45 minutes ...
● Why mobile apps?● How to measure mobile● The mobile data you need to measure● How to make the mobile data
actionable
The state of mobile
80% of smartphone usage is "in-app"
Media consumption: Mobile apps vs internet and TV
Mobile has become addictive
Mobile is 45% of digital advertising spend
Predicted at $14.97 Billion in 2014
Who are the big spenders today?
The up and comers.
Why isn’t every marketer investing in mobile?
Every marketer today is a data-driven marketer.
But not all marketers know how measure mobile.
The world of mobile app measurement
How do you measure mobile?
Mobile app marketing process
It’s not like measuring desktop ads
Mobile App Attribution
Mobile App Attribution
Mobile App Attribution
Mobile App Attribution
Mobile App Attribution
Mobile App Attribution
Mobile App Attribution
What is an SDK?
A software development kit (SDK or "devkit") is typically a set of software development tools that allows for the creation of applications for a certain software package, software framework, hardware platform, computer system, video game console, operating system, or similar development platform.
What is an SDK?
Lets try that again in English:
Lines of code that are installed in the application to allow one the ability to use an outside service inside an application.
Why do you need proper attribution?
Concurrent tracking methods – one user could be attributed to different channels, depending on who you ask and when!
• Multiple networks take credit for the same install
• Advertising partners use different click-to-install look back periods
Prevent duplicate attributions
One Advertising Source
Inmobi App Store App
Click of Ad Download
Publisher 1 SDK notifies them of the install
EXAMPLE 1
Publisher 1 SDK notifies them of the install
Inmobi
App
Click of Ad
Publisher 2 SDK notifies them of the install
3 days ago
App Store
Download
Fyber Click of Ad1 day ago
Multiple Advertising SourcesEXAMPLE 2
If we did not attribute the install to the publisher of the ad that was clicked last, then:• The advertiser would be paying 2x plus for a single install of just once (if charging advertiser on CPI).• If the publisher is charging CPC or CPM, they still generally use install attribution for optimization; so their
optimization would be based off inaccurate information.
Inmobi
App
Click of Ad
Attribution technology notifies Publisher 2 of the install
3 days ago
App Store
Download
Fyber Click of Ad1 day ago
Attribution technology attributes
install
Unbiased Attribution
Publishers know top of line metrics only, not ROI
• Many publishers support a real-time feedback loop to optimize campaigns based on app installs
• Ad networks and publishers use different look back periods
Prevent Inaccurate Metrics
What you need to measure
Measurement depends on your marketing campaign and goal
Multi-touch
Re-engagement
Cross-device
Measurement for multi-touch
Multi-touch Measurement
Dive deep into the relationships between your multiple advertising partners and their interactions with your audience.
Insight into multi-touch attribution empowers you to:
And let’s not forget, prevent you from paying for duplicate conversions!
Make better marketing decisions based on a more complete picture of an advertising partner’s full impact.
1. Attributed Installs
2. Install Assists
Install Contributions
498
Install Assists 47
You wereLast-click
Attributed Installs
451
Your Click
65760
You were not
Last-click
Install Contributions
Install Assists
AttributedInstalls
47
Clicks Unique
ContributionsRate
Assist Rate
Clicks
0.09% 498 0.92%0.83%5423365752iPhone
Mobile App
INSTALL SCENARIO 1
● Publisher 1 had a click 6 days ago.
● The install occurred today.
Publisher Install Contributions Install Assists Attributed InstallsPublisher1Publisher 1 1
INSTALL SCENARIO 2
● Publisher 1 had a click 6 days ago.
● Publisher 2 had a click 5 days ago.
● The install occurred today.
Publisher Install Contributions Install Assists Attributed InstallsPublisher11Publisher 11Publisher 2 1
● Publisher 1 had a click 6 days ago.
● Publisher 2 had a click 5 days ago.
● Publisher 3 had a click 1 day ago.
● The install occurred today.
INSTALL SCENARIO 3
Publisher Install Contributions Install Assists Attributed InstallsPublisher11Publisher 111Publisher 211Publisher 3
3. Total install contributions
Publisher Install Contributions Install Assists Attributed Installs
11010100Ad Partner 1
25050200Ad Partner 2
500400100Ad Partner 3
860460400Total
A more holistic metric on a channel’s impact
4. Install interactions
Install assist quantity – Is more better?
1. Manage
2. Applifier
3. Vungle
4. Ampush
5. RevMob
6. PlayHaven
7. Millennial
8. InMobi
9. Airpush
Install Assists Rank Advertising Partner
The importance of analyzing install interactions
● Uniqueness of advertising partner’s traffic sources
● Whether an advertising partner is missing out on credit for installs due to last-click attribution
● Focus of advertising partners’ campaigns on awareness vs. direct response
● Full impact of advertising partners’ campaigns
Analyzing Install Assists can provide insight on:
Relationship Between the install and the assist
Install Assists
Attributed
Installs
OVERLAP
UNIQUE
Evaluate different campaign goals: Awareness vs. Direct Response
100 Attributed Installs / 10 Install Assists = 1000%
An advertising partner great at direct response would have a ratio like this:
An advertising partner great at awareness would have a ratio like this:
100 Attributed Installs / 400 Install Assists = 25%
5. Attribution window
6. Non-window attribution
Outside the attribution windowInside the attribution window
Publisher’s Attribution Window
DAY 0 DAY 14 DAY 30
Attribution window
Non-windowed install contributionsNon-windowed Install Contributions are either:
The last click before the install but outside of the
attribution window
An Install Assist outside of the
attribution windowOR
Non-WindowedInstall Contributions Install Assists
AttributedInstalls
Publisher’s Attribution Window
DAY 0 DAY 14 DAY 30
DRAWBRIDGE TWITTER
Non-WindowedInstall Contributions
AttributedInstalls
30 DayInstall Contributions
100 150
60 5
160 155
● Publisher 1 had a click 20 days ago and their attribution window is set to 14 days.
● The install occurred today with no other click.
NON-WINDOWED INSTALL CONTRIBUTION SCENARIO 1
Non-WindowedInstall Contributions
Install Assists AttributedInstallsPublisher
1Publisher 1
Installs
● Publisher 1 had a click 20 days ago and their attribution window is set to 14 days.
● Publisher 2 had a click 7 days ago and their attribution window is also set to 7 days.
● Publisher 3 had a click 1 day ago and their attribution window is also set to 7 days as well.
● The install occurred today.
NON-WINDOWED INSTALL CONTRIBUTION SCENARIO 2
Non-WindowedInstall Contributions
Install Assists AttributedInstallsPublisher
1
1Publisher 1
Installs
1Publisher 2Publisher 3 1
Clicks 2000 2000
Attributed Installs 300 500
Cost 500 500
Install Rate 15% 25%
CPI $1.67 $1.00
AD PARTNER 1 AD PARTNER 2
Normalizing measurement of app installs
AD PARTNER 1 AD PARTNER 2Clicks 2000 2000
Attributed Installs 300 500
Install Assists 10 10
Non-windowed Install Contributions 300 2
Total Contributions 610 512
Cost 500 500
Install Rate 15% 25%
CPI $0.82 $0.98
Survey: Advertising partner attribution lengths
50%
39%
17%
5%
28%
1 day 7 day 14 day 30 day
Debate Between Attribution Lengths
The user downloaded the app but waited several days (e.g. 20 days) to open the app.
Since third-party analytic providers can only track installs on first app open (not on
download), the install would be tracked on the 20th day after the actual download.
The user had some other influence to download and install the app. For example, an
advertising partner shows an ad to a user and gets them to click (in some cases
mistakenly). 20 days later, a friend of the user who uses the mobile app encourages them
to download and install the mobile app. When the user installs the app we have no way of
knowing about the friend’s persuasion and we would only have record of the last click and
the install would be attributed accordingly.
Measurement for Re-engagement
Re-engaging customers
Every time a user opens the app -
attribution must happen again!
Attributing in-app events
back to source
What events do you need to measure?
• Open• Registration• Subscription• Login• Purchase• Add to cart• Add to wishlist• Add payment method• Level achieved• Reservation
+ Macros around those events● Login: user id, user email, username, gender, age● Add to cart: items added to cart, product SKU, unit price,
quantity, revenue, currency code● Reservation: time of check in, time of check out, count of
guests, potential revenue, currency code, reservation order ID● Spent credits: number of spent credits● Achievement unlocked: name or ID of achievement● Search: currency code of revenue, search term or keywords,
quantity, top search results● Share: content name or ID
Flow of sharing attribution
Flow of sharing attribution
Measurement for Cross-device
Attribution methods for cross-device
user email - The email of the user defined by the advertiser.user id - The ID of the user defined by the advertiser.username - The username of the user defined by the advertiser.social ID - social one-click login
Cross-device attribution for user acquisition campaigns
Cross device attribution for re-engagement
What else is there to measure?
What else is there to measure?
App store
ASO - App Store Optimization
● Search rankings
● Keyword volume and difficulty
● App ranking
● Ranking against competitors
● Download volume
● Download velocity
Making the data actionable
App store analytics report
How are users finding your app within the app stores?
Funnel report
What are the important flows and goals in your app that you want users to follow and complete?
Are there data patterns with groups of users?
Cohort report
What is the length of engagement of your users over time?
Retention report
How frequently are users coming back to your app?
Loyalty report
What value are users contributing to your bottom line?
Lifetime value report
What to look for in mobile measurement technology?
You own the data.
Reconciliation for duplicate
installs
Attributes to the last
click
Supports all advertising
partners
Provides insight into multi-touch
Allows you to easily add new
advertising channels
Event tracking (for
re-engagement)
Real-time and deep data reporting.
Let’s talk about DATA.
Data is more important on mobileAll customer/user level data belongs to you, the advertiser. The data you collect with an unbiased platform falls inline with your own privacy policy. You decide who you share information with and how.
Thank YouJennifer Wong | TUNE | @Jenerationy